Design Portfolio Background
Food Branding: Simon Howie
Background
Simon Howie, the Perthshire butcher, well established in the multiples sector through its butchery counters in Scotland’s Sainsburys stores also has ranges of chilled retail products, one of which is the ‘Simon Howie Haggis Company’. The Haggis range packaging was in need of a revitalisation and our role was to do just that.
Issues
A lack of consumer understanding on not only how to cook a haggis but also its versatility. Considered as a seasonal/celebration type product. Seen as a more ‘mature’ consumer product.
Solution
Creating the Identity - we rejuvenated the brand marque adding a slightly ‘off the wall’ visual marriage of haggis and thistle.
Developing the Brand
Sourcing a pack format not normally associated with that product sector - the Doy pack - to give real on shelf stand out and differentiated product presentation from the standard ‘label on a bung’.
Positioning as ‘the Versatile Scottish Dish’. Establishing the versatility on front of pack by clearly illustrating how quickly or simply haggis can be cooked has increased consumer understanding.
Success in a Bag!
Graham Angus, Simon Howie’s Haggis Company marketing manager comments on the rebranded and repackaged range:
Our rebranded and uniquely repackaged haggis range has enjoyed significant increases in sales throughout Sainsbury’s Scottish stores.
The increase in sales of our Vegetarian haggis is up 300% for the first quarter of 2005 over the same period last year.
Our original and Chieftain haggis are averaging an 80% increase for the same quarter.
The new packaging has certainly played a major role in this dramatic increase and we are currently planning expansion for a wider availability in the market.